Content Marketing - 2014 - Chicago

Summit Executive Centre
205 North Michigan Avenue, 10th Floor, Chicago, IL 60601
1/1/0001 12:00 AM - 1/1/0001 12:00 AM
Register before 1/1/0001 12:00 AM for early registration fee
Content Marketing Training - Chicago
Harnessing the Power of Content to Fuel Your Brand
 

Early bird rates extended - register by November 17 and save $100! 


Listen to a sneak peek Content Marketing Podcast by Instructor Mark Burgess, President and Co-Founder of Blue Focus Marketing

Download Content Marketing Brochure >>

Modern Marketing Equals Social Engagement

Content marketing is one of the hottest topics for B-to-B and B-to-C marketers today. It is the new currency that drives brand engagement in a world of empowered consumers. It is about sharing information, rather than pitching products. Great content fuels marketers’ efforts to reach and engage buyers at every stage in the buying process—whether that content is a helpful how-to video, a sleek infographic or a well-crafted blog post. Learn how to build an effective brand content marketing strategy by harnessing the power of storytelling.

This workshop will focus on how to create and leverage the myriad forms of content to promote businesses, retain customers, influence word of mouth, close the decision gap on prospects and leverage content as a brand differentiator. Learn to deliver great content in the right forms and places, and in a way that is specifically mapped to your audience’s information needs and buying stages. Studies indicate that companies that provide valuable content can generate more leads with higher ROI. Through this course, marketers will learn how to create remarkable content that gets noticed and produces business results.

Content Marketing - Learning Objectives

  • What is content marketing? What’s different and why is it critical today?
  • Learn to develop a powerful content strategy to enhance delivery of effective and synergistic messages across all brand touch points and channels.
  • Learn the seven phases of content marketing success and leverage personas, content types and marketing channels that fit the buying cycle.
  • How can storytelling and other big ideas boost your brand?
  • Get started by performing a successful content audit and fill your marketing toolbox with useful content marketing how-to templates.
  • How do you gather insights, set goals, implement tactics and test for success?
  • Create compelling content that drives business results using the 80/20 content rule. Balance thought leadership and product-focused content.
  • Create the content team. How do you organize to produce results?
  • Learn recommended content development, publishing and editorial calendar processes. Develop repeatable processes that work.
  • Learn how to measure content marketing success. What’s the ROI?

Content Marketing - Who Should Attend

This program is designed for mid- to upper-level managers, directors, executives of teams of business professionals working in marketing communications, marketing, content development/creative services, advertising, branding, copywriting, social media, PR, sales and traditional or interactive/digital marketing agencies. The workshop is for B-to-B and B-to-C companies.

Content Marketing – Cancellation Policy

All Training Series cancellations and requests for refunds must be submitted to the AMA via email to cchun@ama.org. Cancellations received four weeks prior to the event start date will receive a refund minus a $150 early cancellation fee. Cancellations received after that date will receive a refund minus a $300 late cancellation fee.

Registrants wishing to cancel may send someone to take their place without penalty if they send a written request with the replacement person’s name to info@ama.org at least two weeks prior to the event start date. No refunds will be given after November 20, 2014.

A conference registration may not be shared by two or more individuals. Space is limited and on-site registration cannot be guaranteed. Separate cancellation policies may exist for pre-conference programs, tutorials, and other associated events. Hotel and transportation reservation cancellations must be handled by the individual registrant directly with the hotel, airline and/or other company.

Content Marketing - About the Instructor
Mark Burgess

​Content Marketing - Agenda

Day 1

8:00 to 8:30am. Registration and Continental Breakfast
8:30 am to 5:00pm. Program (includes lunch, morning and afternoon breaks)

Course Overview + Introductions + Goals

Setup teams by B-to-B and B-to-C Attendees

Our Changing Marketing Landscape

  • Media Fragmentation + Generation Flux = Content marketing opportunity.
  • The new customer journey is the new content opportunity.

Start Me Up - What is content marketing?

  • Content marketing fundamentals.

Content Marketing Challenges (and Solutions)

  • What is the content marketing pain point you came here to resolve?
  • How do I create enough (quality) content to feed the channels?

EXERCISE #1

How do you Develop a Powerful Content Marketing Strategy?

  • Big picture approach to brand value proposition planning.
  • Content marketing’s seven key phases and how to leverage.
  • Use social media to maximize content marketing and build trust.
  • The power of personas to build content strategy for competitive advantage.

Cases

  • Who are the best brands at storytelling?
  • Lessons from Coca-Cola’s new content marketing strategy.

How to Develop Quality (remarkable) Content

  • Content: The most powerful tool in marketing
  • Focus on identifying the most popular content types to improve sales and marketing effectiveness: e.g., social media, articles, e-newsletters, white papers, blogs, cases, videos and many more.
  • Audit existing content: set criteria for review of existing content for reuse/repurpose.

Day 2

8:00 to 8:30am. Registration and Continental Breakfast
8:30 am to 5:00pm. Program (includes lunch, morning and afternoon breaks)

Storytelling and Other Big Ideas

  • Prospecting for big ideas. Learning the process.
  • What’s the core story at the heart of your brand?
  • How the process works from story platform > Narratives > Publish >

Syndicate & Share

  • Where can you go for great content (think crowdsourcing)?

New Content Rules, Guidelines and Processes

  • The new 80/20 rule for content development: gaining balance. Content marketing is not about pitching products. The new focus.
  • Guidelines for content creation, refresh and frequency.

EXERCISE #2

Content Marketing Process - How to make it all work

  • Creation > Curation > Distribution > Editorial calendars
  • SEO implications: Keywords and more.

Time Out for Brainstorming Content Ideas

  • B-to-B and B-to-C teams brainstorm content ideas for blogs, Twitter, Facebook and beyond.

EXERCISE #3

Building the Content Team

  • The best way to organize your content marketing function.
  • From in-house editorial teams to crowdsourcing: new alternatives.

Content Marketing Best Practices

  • Brand value proposition and key messages.
  • Personas, content types, buying cycle phases, types of marketing channels.
  • Mapping content to business goals, buying phases and across channels.
  • What’s the ROI? Metrics checklist. Measuring content marketing success.

Final Thoughts: Integrated Marketing Communications

  • The importance of integration. What is brand choreography?
Registration is not available at this time.

Training Series Location 
Summit Executive Centre
205 North Michigan Avenue, 10th Floor
Chicago, IL 60601-5922
Phone: 1 888.887.2070 or 1 312.938.2000
Fax: 1 312.861.0324

Located in the heart of downtown Chicago on the northeast corner of Michigan Avenue and Lake Street (two blocks South of the Chicago River), Summit Executive Centre is just steps away from Millennium Park as well as the City's premier hotels, shopping and entertainment.
The Summit is conveniently located near two international airports: O'Hare (18 miles) and Midway (11 miles). It is also within a three to eight minute walk of six of Chicago's finest hotels, connected to two of them (the Swissôtel and Hyatt Regency Chicago) through an enclosed concourse and literally steps away (140 to be exact) from the rear exit of the Fairmont to the side entrance of the facility.

Recommended Hotels 
Hyatt Regency Chicago on the Riverwalk
151 E. Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.565.1234
Reservations: 1 800.233.1234
Walking Distance to Summit (3 minutes) 

Swissôtel Chicago 
323 E. Wacker Drive 
Chicago, IL 60601 
Phone/Reservations: 1 312.565.0565
Walking Distance to Summit (5 minutes)
For individual reservations, click here for the direct booking link.

Fairmont Chicago 
200 North Columbus Drive 
Chicago, IL 60601
Phone/Reservations: 1 312.565.8000
Walking Distance to Summit (Less than 2 minutes)

Hard Rock Hotel Chicago
230 North Michigan Avenue
Chicago, IL 60601
Phone: 1 312.345.1000
Walking Distance to Summit (1 Minute)

Club Quarters
75 East Wacker Drive 
Chicago, IL 60601 
Phone: 1 312.601.3400
Walking Distance to Summit (less than 5 Minutes)
For individual reservations, contact the hotel directly at 312.601.3400 and ask for the "Summit Executive Centre Corporate Rate".

Comfort Suites
320 North Michigan Avenue 
Chicago, IL 60601 
Phone: 1 312.204.6902
Click here for the direct booking link.

For more information, please visit Summit Executive Centre Accommodations

Area Attractions and Events
Please visit the Chicago Convention & Tourism Bureau for additional city information.

ADA 
The AMA is committed to providing equal access to our meetings for all attendees. If you are an attendee with a disability and require program accommodations, please contact the AMA Meeting Services Department, and a member of our staff will ensure that appropriate access arrangements are made. If you have specific disability related needs for your hotel sleeping room, please be sure to communicate those directly to the hotel when you make your reservation. In an effort to provide the highest quality of service to all attendees, we require that details of all access requests be communicated to our office at least 14 days in advance of the beginning of the meeting. 

AMA's travel coordinator, Tower Travel Management, is available to assist with reservations. Call 1 800.542.9700 within the U.S. and Canada. Reservation lines are open Monday through Friday 8 a.m. - 6 p.m. CST or, you may contact them via email at association@towertravel.com.  

Tower Travel will proactively research airfares on ALL airline carriers to ensure that the lowest available fares are offered to all attendees. They are dedicated to providing superior customer service and hassle-free travel arrangements. Please note that fees, restrictions and cancellation penalties will apply.

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Pick-up and drop-off service is subject to geographic and other restrictions.

National Car Rental
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Reserve a car or call National Car Rental at 1 800.CAR.RENT® and reference Contract ID AMA7745 at the time of reservation. Go National. Go Like a Pro.

Directions to parking 
Michigan Plaza 205/225 North Michigan Ave.

From Michigan Av
e.
Take Michigan Ave south across the river to the third stop light, Lake Street., and take a right (West). Immediately turn right (North) on Garland and then right (East) on Lower South Water. Stay on the far right side of the pylons. Follow signs for 205 / 225 Michigan Plaza to the 2nd stop sign after crossing Lower Michigan Ave (Lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on Lower Lake St. The entrance to the Public Parking Garage will be at the end of the street on your right.

From the North Suburbs
Take the 90/94 exit at Ohio St. and proceed East to State St., and take a right (South). At Illinois St. take a left (East). At Lower Michigan Ave. take a right (South) and proceed across the river to the second stop light, Lower South Water, (the first light is Lower Wacker Dr.) and take a left (East). Stay on the far right side of the pylons. Follow signs for 205/ 225 Michigan Plaza to the 2nd stop sign (lower Columbus Dr.) and take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

F
rom the South or West Suburbs
From 90/94 or I 290 follow signs into Chicago via Congress Parkway. Take a left onto Columbus Dr. Proceed north for 5 lights to South Water Street. Make a left (West) and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

From LSD North/South
Exit at Randolph Street. Take a right (North) onto Columbus Drive. At the second light make a left (West) onto South Water and go DOWN THE MIDDLE RAMP TO THE STOP SIGN. Make a sharp left "U" turn around the pylons back East to lower Columbus drive. (Follow signs for 205/ 225 Michigan Plaza.) At lower Columbus Dr., take a right (South) for one block. Take another right (West) on lower Lake St. The entrance to the Public Parking Garage for will be at the end of the street on your right.

Park on any level P1-3, but you must pay on P-1 before exiting the garage. Take the elevator up to the Lobby Level of the building. Proceed to the security desk for your daily pass. Take the elevators on the left and go up to the 10th floor.

Parking Prices as of January 1, 2012  
(subject to change without notice) 
$11.00 - prior to 7:30am until 10pm
$13.00 - prior to 9am until 10pm
$24.00 - after 9:30am
$18.00 - 2 hours to 4 hours

Transportation
O’Hare International Airport 
Taxi: Allow 1 to 2 hours
Approximately $40.00-55.00 
Airport Shuttle: GO Airport Express 
Approximately $29.00 one way (subject to change)
Train: $5.00 for travel that originates at O’Hare Airport (subject to change)
Allow approximately 45 minutes to an hour

B
y train from O'Hare Airport 
Take the "Blue Line To Loop" train into the city (about a 45-minute ride) to the Washington/Randolph Street station (below ground). Proceed up to the street level and walk east on Washington to North Michigan Avenue. Make a left and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Midway Airport 
Taxi: Allow 45 minutes to 1½ hours
Approximately $30.00-45.00
Airport Shuttle: GO Airport Express 
Approximately $24.00 one way (subject to change)
Train: $2.25 (subject to change)
Allow approximately 45 minutes to an hour

B
y train from Midway Airport 
Take the "Orange Line To Loop" train into the city (about a 35-minute ride) to the State/Lake Street station. Proceed east on Lake Street to North Michigan Avenue. Cross over North Michigan Avenue and proceed to the 205/225 building entrance. Take the escalator up to the main lobby. Please stop at the security desk for 205 N. Michigan to obtain a Summit daily pass. Head to the right and take the middle bank of elevators to the 10th floor.

Helpful Websites
Chicago Transit Authority 
Metra Rail​ 

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